In an emailed statement received by Bloomberg, Ime Archibong, vice-president of product partnerships, said Cubeyou’s apps would all be banned from the platform if the data firm “refuses or fails” the audit.

The You Are What You Like website was created by Cubeyou in partnership with Cambridge University’s Psychometric Centre.

The university said that those who took part would have consented to their data being used “for both academic and business purposes” as it was written in the terms and conditions on the site – and added that all data was anonymised.

“Cubeyou merely designed the interface for a website that used our models to give users insight on their data,” the university said.

“We have had no contact with Cubeyou since June 2015.”

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The University centre was also implicated in the Cambridge Analytica scandal, as one of its academics developed the quiz which harvested the data that was acquired by Cambridge Analytica’s possession.

Cambridge University denied working with Cambridge Analytica or its parent company SCL and said it had never provided any data, algorithms or expertise.

What is Cubeyou?

It is one of a number of firms set up to help businesses such as publishers and advertisers target their marketing. It is unknown whether it has also helped campaigns spread political messages, as was the case with Cambridge Analytica.

On its website, data firm Cubeyou describes itself has having “all the best consumer data sources in one place”.

“Identify consumers not only by their demographics or consumption habits but by leveraging the whole spectrum of their personalities, interests and passions,” it says.

Other Facebook developments include:

Apple co-founder Steve Wozniak told USA Today that he was leaving Facebook as he was concerned about the way many tech firms make money from personal data